Existing Relational Practice Between a Manufacturer and its Distributors and the Perception of the Relationship Value in the Dyad

• Autor(a) principal: Toni, Deonir De
• Data de Publicação: 2015
• Outros Autores: Milan, Gabriel Sperandio, Costa, Geverson Custódio, Larentis, Fabiano
• Tipo de documento: Artigo
• Idioma: eng; por
• Título da fonte: BBR. Brazilian Business Review (English edition. Online)
• Texto Completo: http://www.bbronline.com.br/index.php/bbr/article/view/175
• topic: Relationship marketing; Relationship value; Dyad; Marketing de relacionamento; Valor do relacionamento; Díade

Inter-organizational relationships have attracted several studies in the relationship marketing area. Thus, the core objective of this work is to analyze what is the impact of relational practice in the manufacturer and distributor dyad on the perception of the relationship value. From the use of validated scales, a survey involving frontline staff (FS) of a manufacturer and its customers (distributors) was conducted, whereas the data analysis was done basically by the Structural Equation Modeling technique. The results confirmed the research hypotheses regarding the theoretical model tested, contributing to the assessment of the relationships in the dyad context. The evaluation of the two types of agents (manufacturer’s and customers’ FS) indicated differences of perception in the relationship, which may direct more assertive strategies and actions.